Customer perceptions of e‐service quality in online shopping

Purpose This paper develops a research model to examine the relationship among e‐service quality dimensions and overall service quality, customer satisfaction and purchase intentions. Design/methodology/approach Data from a survey of 297 online consumers were used to test the research model. Confirmatory factor analysis was conducted to examine the reliability and validity of the measurement model, and the structural equation modelling technique was used to test the research model. Findings The analytical results showed that the dimensions of web site design, reliability, responsiveness, and trust affect overall service quality and customer satisfaction. Moreover, the latter in turn are significantly related to customer purchase intentions. However, the personalization dimension is not significantly related to overall service quality and customer satisfaction. Research limitations/implications Future research can use different methodologies, such as longitudinal studies, focus groups and interviews, to examine the relationship between service quality and customer purchase behaviour in online shopping contexts. Practical implications This study suggests that to enhance customer purchase intentions, online stores should develop marketing strategies to better address the trustworthiness, reliability, and responsiveness of web‐based services. Online stores can devote valuable corporate resources to the important e‐service quality attributes identified by this study. Originality/value This study developed the instrument dimensions of e‐service quality by modifying the SERVQUAL model to consider online shopping context. Moreover, the results of this study provide a valuable reference for managers of online stores, as well as for researchers interested in internet marketing.